One of the biggest challenges of social media is that it’s always changing. Old platforms switch up their interface, lose users, or disappear entirely. New, confusing platforms pop up to fill the gap. Even the old stalwarts go through massive changes over the course of a year (installed the new Snapchat update yet?). Social media is an ever-evolving landscape, and 2018 will be no exception. As a social media marketer, it’s my job to research, anticipate, and prepare for possible trends on the horizon. Here are the trends I see having an impact on social media marketing in the coming year.
New Tech = New Trends
Technology evolves rapidly, and the tech companies that run social media platforms need to implement and cater to them in order to stay relevant. Digital hangout platforms like Houseparty became hugely popular with young people in 2017. This is a good indicator that larger social media platforms will eventually incorporate some of the key functions of hangout apps into their own platform. Facebook tends to do this by purchasing an up-and-coming app, and folding that app’s functionality into their own system updates.
While new functionality can be intimidating, I think of instances like this as an opportunity. Many brands will be experimenting with new ideas. Nothing is set in stone. Explore the new technologies as they appear, and take the chance to do some experimenting yourself. You may end up setting the standard for how brands use that function to market!
Rearranging Chairs in the Twitterverse
Believe it or not, Twitter is starting to show signs of decline. For the first time, Twitter failed to increase it’s active users for the entire second half of 2017. The first sign of a dying platform is seeing a halt in active user growth. While it won’t happen as fast or be as dramatic as the sinking of the Titanic, this slowdown is worth keeping an eye on in 2018.
We can expect Twitter to throw some curveballs this year, similar to their decision to increase the character count of tweets near the end of last year. They might even try some outlandish things to stay afloat, which will affect existing marketing strategies. Keep an eye out for changes so you, too, can adapt and keep your market efforts effective.
The (Facebook) Sky is Falling!
One of the most dramatic changes in the social media marketing landscape happened at the end of 2017: Facebook changed the algorithm that determines how a user’s feed is populated. The changes are intended to prioritize posts from family and friends, and reduce “spam” from business pages. While this change has been live since November 2017, social media marketers are still adjusting.
So far, we’ve learned that the new algorithm punishes pages that use “baiting” strategies to boost engagement. This blog post goes into detail on what the algorithm will flag as bait, and how using those strategies will actually hurt the reach and engagement for future posts. As we approach the end of Q1 with these changes, updated strategies that take the new algorithm into account will solidify. Experiment yourself, and pay attention to what other brands in your field are doing differently.
Change is Scary, but We Got This!
The ever-changing landscape of social media makes marketing in these spaces a unique challenge. But if you stay engaged and up-to-date, you will be better prepared to make the necessary adjustments, and keep your online marketing relevant, engaging, and successful.
Of course, your real challenge may simply be that you don’t have enough time to stay on the cutting edge of social media marketing. That’s where we come in. Upswept Creative offers social media management packages designed specifically for each client. We will meet you where you’re at in terms of expertise, budget, and brand voice. Reach out to our Social Media Maven today to schedule your free consultation.